Have you ever wondered what it takes to build a defense contractor from nothing? How a Russian refugee with no industry connections created a company that now protects hundreds of thousands of lives worldwide?
This is the untold story of MIRA Safety - a journey through remarkable coincidences, divine interventions, and personal experiences that shaped a mission to protect people from threats most don't consider until it's too late.
I've never shared our complete story before - the ups, downs, failures, and unexpected victories that brought us here today. Whether you're a loyal customer, an aspiring entrepreneur, or someone interested in preparedness, I promise this journey will leave you with insights you didn't expect—and maybe a few laughs along the way. After all, who would have thought that selling gooseberries by the roadside in Russia would be my first step toward building a defense company? Life has a funny way of connecting the dots.
"The two most important days in your life are the day you are born and the day you find out why." - Mark Twain
Why am I writing this? The Beginning: From Moscow to America Finding My Path: From Wall Street to Waiter Ready to Go Survival: The Accidental Business The Eureka Moment: Denver International Airport The Birth of MIRA Safety Family Changes Everything TENET: Hollywood Comes Callin 2020: When the World Changed Growing Through Challenges: 2023-2025 Core Beliefs and Company Values Business Lessons Learned Addressing Common Misconceptions Our Mission and Future Join Our Team ConclusionTable of Contents
Why am I writing this?
There are several compelling reasons I felt it was time to share our story:
1. For our customers and followers - In a world where companies hide behind corporate facades, I want MIRA Safety to be different—transparent, genuine, and driven by purpose. You deserve to know who we are and what drives us.
2. For my children and posterity - Life is unpredictable. I want my kids to have these stories about their father, his passions, and why he built this company. My family history was mostly lost, and I'm determined to change that for future generations. Plus, they'll need something to laugh about when they're teenagers and think I'm totally uncool.
3. For the business community - I've learned countless lessons from others sharing their experiences online. This is my contribution to that knowledge exchange, hoping it helps another entrepreneur navigate their journey without making all my mistakes. Trust me, I've made enough for several of us.
4. For our team - If you want everyone rowing in the same direction, they need to understand why we're rowing that way in the first place. This shared history creates alignment around our mission. And no, we're not just rowing toward the nearest happy hour, though that does happen occasionally.
5. As a case study - We've had many wins with MIRA, but we've also made plenty of mistakes. I believe in sharing both successes and failures transparently. Sometimes the stories of how we messed up are more instructive than our victories—and usually more entertaining.
So, how did I get the idea for MIRA Safety? The genesis has a few origins. Some are based on personal beliefs, my walk with God, and, of course, the business case for building this brand.
To truly understand how MIRA Safety began, I need to start with my upbringing—how a boy from Moscow came to believe that gas masks were an essential item for every household.
The Beginning: From Moscow to America
I was born in Moscow, Russia, and immigrated to the US as a refugee in the early 90s. During that time, Russia faced extreme scarcity and economic turmoil. There was rationing, endless lines for food, and a currency devaluation that created deep economic hardship. If you think waiting for your Starbucks mobile order is tough, try standing in line for bread for four hours only to be told they're out. Character building, to say the least.
The Chernobyl disaster happened the year I was born. While Moscow wasn't directly affected as the nuclear cloud traveled over Europe, its impact was deeply embedded in the Russian psyche. Through cultural osmosis, I grew up with an awareness of how quickly life could change. Images of children in gas masks and people evacuating left a profound impression on me. This was my first realization that catastrophic events can happen without warning, though I didn't yet comprehend there could be solutions for such threats. (Spoiler alert: there are, and we make them!)
(Image Credit: Reuters)
I remember my first entrepreneurial venture: selling gooseberries by the roadside with my cousin Georgie. We'd wake up early, pick the berries, and stand for hours hoping someone would stop. Being financially naive, I spent all our earnings on candy, devouring it within minutes. Having grown up with scarcity, I always wanted more from life.
"Entrepreneurship is living a few years of your life like most people won't, so that you can spend the rest of your life like most people can't." - Anonymous
In 1992, we immigrated to America seeking a better life and settled in NYC through 2002. One event from those years changed me forever: witnessing the events of 9/11 firsthand.
I was in Ms. Forte's first-period Italian class at Fort Hamilton High School when someone mentioned a single-engine Cessna had hit one of the towers. Our teacher continued the lesson unconcerned. Minutes later, someone rushed in saying another plane had hit the second tower—and it wasn't a Cessna.
Since our high school sat just across the river from Manhattan, several classmates and I went outside to see for ourselves. That's when I realized: we were under attack. The world was about to change irrevocably.
(Image Credit: Chao Soi Cheong / Associated Press)
As details emerged about people suffering from poor air quality around Ground Zero, a realization struck me: if those near the towers had something as simple as half-face respirators, we might have prevented many cases of mesothelioma and "9/11 syndrome." This insight became a founding inspiration for MIRA.
As I got older, I became increasingly interested in preparedness as I earned my own money. In college, I discovered "alternative" media that led me to question institutions supposedly safeguarding our health and wellbeing. I won't elaborate further, but those who understand this perspective will recognize what I mean.
During this time, I learned about the dangers of the military-industrial complex and, in classic ironic fashion, somehow decided that if I couldn't beat them, I might as well join them! Of course, with one critical difference—I would stay true to my philosophy of providing the same equipment to civilians. After all, why should the professionals have all the fun... and safety?
Hurricane Katrina reinforced another critical lesson: when disaster strikes, government resources quickly become overwhelmed. People largely find themselves on their own.
"By failing to prepare, you are preparing to fail." - Benjamin Franklin
Coming out of college, I was pre-med but lacked the grades for medical school. Turns out, binge-watching "House M.D." doesn't actually count as studying for organic chemistry. Who knew?
Finding My Path: From Wall Street to Waiter
A friend secured me a Wall Street job cold-calling liquor stores to sell point-of-sale systems. Though I despised cold calling, it provided invaluable experience with rejection—something I'd avoided my entire life.
There's nothing quite like being cursed at for an unsolicited call, then transforming that hostility into a sale by convincing them you're genuinely trying to solve their business problems. Building rapport became essential, a skill I mastered quickly.
One coworker, Marcus, was a pastor, and we'd spend hours exploring "rabbit holes" and discussing alternative theories about world events.
During these conversations, Marcus observed, "I'm surprised you're not a Christian."
At that time, I identified as more "new age," drawn to concepts like eternal recurrence and one-ism, immersed primarily in secular philosophy. I also had a brief "The Secret" phase—thinking I could manifest millions by visualizing wealth while staring intensely at vision boards. Turns out the universe requires a bit more effort than wishful thinking!
After Marcus addressed gaps in my philosophical understanding, I recognized that my worldview aligned more closely with Christianity than I'd realized.
"We are not human beings having a spiritual experience. We are spiritual beings having a human experience." - Pierre Teilhard de Chardin
I had long accepted the existence of an invisible, intelligent evil (a devil-like figure). The evidence seemed undeniable—evil clearly had infiltrated society, and this evil wasn't merely an energy but a conscious force.
Marcus helped me realize a crucial truth: if such an evil force exists, then logically, its opposite must also exist—an invisible, intelligent good (or God).
Though I accepted God's existence, I acknowledged the diversity of religious expressions worldwide. I decided to seek clarity through a simple prayer:
"God, if you're real, reveal yourself to me in a way I can understand, and I will follow you in whatever form you present yourself."
I didn't immediately grasp the significance, but that moment transformed my life. Every subsequent sign pointed toward Jesus Christ. The divine orchestration was so evident that my wife and I maintain an extensive list of "coincidences" that guided us to where we are today.
These connections were so numerous that I plan to someday write a book titled "Coincidence Theory" exploring them in detail. God's presence became undeniable, communicated in ways uniquely meaningful to me—messages that continue to this day.
Moving on with the story...
After several months, the Wall Street firm collapsed, leaving me jobless and searching for any opportunity. With limited marketable skills, I returned to something familiar from college: waiting tables.
I landed a position at Dave and Buster's in Times Square. Though the pay was decent, I found it deeply embarrassing.
"The only place where success comes before work is in the dictionary." - Vidal Sassoon
I dreaded former pre-med classmates from Stony Brook finding me there. Predictably, several visited during my two-year tenure, forcing awkward explanations of why I was asking "Would you like fries with that?" instead of progressing through medical school. The silver lining? I learned the valuable skill of maintaining dignity while wearing a novelty button-covered uniform—an underrated business competency.
Eventually, I made peace with my situation. The flexible scheduling allowed me to explore entrepreneurial ideas and devour business literature.
I constantly contemplated monetizing my passions: How could I make a living through cycling, prepping, or warning people about potential societal collapse? In retrospect, "apocalypse consultant" wasn't the most marketable LinkedIn headline, but it was honest.
With steady income, I gradually built my personal preparedness supplies and began influencing friends to do likewise.
Ready to Go Survival: The Accidental Business
My best friend at the time, Fabian, became my first "convert." Whenever we met, I'd strategically plant seeds about preparedness.
"Did you hear about that conflict in such-and-such region? Imagine if those people had bug-out bags ready to go. Their evacuation would have been so much easier," I'd suggest casually.
Our friendship and shared interest in preparedness was truly tested in October 2012 when Hurricane Sandy made landfall. Just before the hurricane hit, Fabian and I decided we would hunker down together at his high-rise apartment in Long Island City. I was honestly excited about the opportunity to finally put all my accumulated survival gear to the test during a real emergency, so I loaded up and brought everything over.
As the night progressed and Sandy unleashed its fury, Long Island City was quickly engulfed in water. We went downstairs to check on conditions and found the entire lobby completely flooded. Watching the water rise and seeing the neighborhood transform into something resembling a disaster movie was both sobering and validating—all that preparation suddenly didn't seem so paranoid.
(Fabian and I in his flooded LIC lobby)
Unforgettable images of Queens after Hurricane Sandy (Image Source: QNS News Team)
Shortly after our Hurricane Sandy experience, Fabian got the idea to put a sample bug-out bag on the internet and see if anyone would buy it.
Over time, he developed his own preparedness mindset and spontaneously created a website showcasing a bug-out bag he'd assembled. Impressed, I offered to help when he asked. We named it "Ready to Go Survival"—catchy and straightforward.
Within a month of launching, we attended a local prepper meetup on the Upper West Side. As fate would have it, at this event was a gentleman named Alan Feuer, a New York Times reporter researching the growing preparedness movement in NYC. We chatted him up, and he told us he was writing a piece on the growth of the preparedness phenomenon in NYC. We told Alan about Ready to Go Survival, and he ended up interviewing us and featuring us on the cover of the metro section of the New York Times.
Neither Fabian nor I anticipated what followed. We met early the next morning to monitor any response. When I arrived at his Long Island City apartment, he excitedly announced, "People are buying!"
By 9 AM, we'd generated over $10,000 in sales, with orders continuing throughout the day. This was remarkable considering our primitive Geocities website with its barely functional checkout process (requiring customers to follow additional email instructions to complete purchases). Remember Geocities? It was like trying to build the Sistine Chapel with crayons and Elmer's glue.
We thought we'd struck gold.
"Overnight success is a myth. Success is earned through years of hard work, sacrifice, and dedication." - Unknown
Reality quickly set in. Media exposure, while powerful, has a brief lifespan. After one week, sales evaporated, forcing us to develop sustainable business practices.
Our journey truly began at this point. We had experienced momentary success, possessed passion, and had available time. The questions became: How do we transform this into a legitimate business? How do we assemble a like-minded team? How do we accomplish this without financial ruin? And most importantly, how do we explain to our parents that we chose "professional doomsday preppers" as a career path?
To differentiate ourselves and provide genuine value, we determined that standard pre-packaged bug-out bags were insufficient. Every emergency situation demands customization. What about families? Pets? Children? People with disabilities? Urban dwellers versus rural homesteaders with distant bug-out locations?
These diverse scenarios required personalization, so we established a business offering customized bug-out kits as a service.
Our process was simple but thorough: Clients completed a detailed questionnaire about their specific circumstances—family size, health considerations, preparedness goals, and primary concerns.
Though we never discovered how to make this business model profitable, the experience proved invaluable. Leading sales efforts, I conducted thousands of consultations on emergency preparedness, gathering extensive insights about products people valued and their preparedness motivations.
Years passed without achieving profitability, eventually leading Fabian and me to separate, with me assuming control of the company—and its debts. Nothing says "I believe in this business" quite like volunteering to take on all the financial obligations. My accountant still winces when I bring it up.
The Eureka Moment: Denver International Airport
Everything changed in 2017. While traveling to Fabian's bachelor party in Colorado, we passed through Denver International Airport.
For those unfamiliar, DIA is notorious for strange design elements and conspiracy theories. Some even claim it conceals underground military facilities intended to shelter elites during World War III—though that's a topic for another day. (And no, I haven't been invited to the bunker. Yet. Still waiting on that invitation, Illuminati friends!)
What's undeniable about DIA is its bizarrely disturbing murals. One image struck me profoundly, triggering realizations about respiratory protection's critical importance.
(Image Credit: The Spectator)
This disturbing artwork raises obvious questions: Why would an airport commission such unsettling imagery? What makes this appropriate for public display? Who thought, "You know what would really put travelers at ease? Apocalyptic murals featuring gas masks and dying people!"
Studying it for several minutes, I observed something significant: The menacing figure wears a gas mask and remains alive. Meanwhile, numerous others in the mural are dead—none wearing respiratory protection. Could this suggest gas masks will become essential when such apocalyptic scenarios materialize? At the very least, it was a compelling visual argument for my business plan.
"Sometimes, a single moment of insight can transform our entire perspective on what matters most." - Unknown
Coincidentally, Donald Trump and Kim Jong Un were engaged in Twitter hostilities around this time, causing noticeable increases in gas mask sales on the RTGS website. We were then selling a competitive Italian respirator brand, and my wife brilliantly suggested listing them on Amazon to test market response.
I was skeptical but agreed to try. The results were astounding. Civilian interest in personal protective equipment was substantial, allowing us to sell impressive quantities. This revelation clarified that this crucial preparedness item wasn't being properly marketed to civilians—an oversight I felt compelled to address.
The Birth of MIRA Safety
In classic "when it rains, it pours" fashion, the manufacturer of those masks (whose name rhymes with "Bestel") sent a cease and desist letter claiming our product listing contained errors.
We immediately corrected the information and appealed the decision, but they remained inflexible about terminating our relationship.
This major setback ultimately became a pivotal moment that led directly to MIRA Safety's creation.
"Sometimes the worst situations in life turn out to be the biggest blessings in disguise." - Unknown
Seeing this as an opportunity rather than just a setback, my wife and I started contacting defense contractors to explore partnerships that could provide our customers with even higher-quality alternatives.
Naturally, we approached Avon Protection first, the dominant player in military PPE. I attempted to convince them to expand into the civilian market.
After connecting with their regional sales representative, they made it unequivocally clear: Avon had zero interest in civilian sales and wouldn't reconsider.
No problem. We continued searching and eventually discovered a Czech Republic factory with a century-long history of respirator manufacturing.
When we explained our intention to sell their respirators to civilians, they welcomed the opportunity, given Eastern Europe's extensive civil defense tradition. Previously, they had primarily supplied Czech military and government agencies. Their products hadn't penetrated the American market, presenting us with a chance to disrupt the industry with their CM-6M.
At that time, no feature-rich respirator under $400 offered butyl rubber construction, speech diaphragm, drinking system, canteen compatibility, and panoramic field of view (at least not to my knowledge).
For filtration components, we partnered with another Czech company founded by a former Czech special forces CBRN specialist, whose filters surpassed all market competitors.
After collaborating with both manufacturers to enhance user-friendliness in their existing designs, we had our flagship product ready for launch.
I contacted our waiting customers and presented this superior respirator as an alternative at no additional cost. With enhanced features and specific CBRN environment design, the decision was straightforward, and customers enthusiastically accepted the upgrade. The response was overwhelmingly positive—people appreciated getting more value than they'd originally expected.
We then brainstormed potential brand names, generating numerous options.
When my wife rejected all suggestions, I spontaneously proposed, "How about MIRA Safety?" She immediately responded, "Oh, I like that!"
It's worth noting her last name is Mironova, and hearing one's name is often considered uniquely pleasing. Sometimes the fastest way to win an argument is to incorporate your spouse's name into your proposal. Marriage advice 101, folks.
Beyond personal significance, "Mir" means peace and world in several Slavic languages—conveying "world, peace, safety."
Additionally, "MIRA" means "to look" in Spanish, highlighting the vital ability to maintain visibility in hazardous environments.
In a remarkable coincidence, we later realized the latter part of her surname, "nova," reads "Avon" backward! Further confirmation for that future "Coincidence Theory" book! God has a peculiar sense of humor—closing one door while literally spelling out the next opportunity in reverse.
With our flagship product established and initial sales secured, things progressed smoothly. My wife and I stored inventory in a spare bedroom and fulfilled orders directly from our living room. We ordered a few hundred units at a time, handling everything ourselves.
She left her technology career, and we embraced entrepreneurship fully. Soon, MIRA revenues supported our lifestyle, freeing us from what I call the most addictive substance: a regular paycheck. Our dining table doubled as a shipping station, and our living room looked like a hazmat warehouse. Nothing says "welcome to our home" quite like stacks of gas masks greeting visitors. We didn't need a security system—the visual deterrent was sufficient.
"The best time to plant a tree was 20 years ago. The second best time is now." - Chinese Proverb
Family Changes Everything
In 2019, our first child, Sophia, completely transformed my preparedness philosophy. No longer focused solely on ourselves, we now had another life depending on us. This motivated collaboration with our manufacturing partners to develop children's protective equipment.
I frequently heard from parent customers asking the same question: "Do you have anything for kids?"
One customer, Jill B from NYC, made a statement that haunts me: "How am I supposed to put on a gas mask when an emergency happens if I don't have anything for my child?"
Jill's words hit like a gut punch, compelling us to become the company addressing this critical gap. Even today, we remain among the few global sources for children's protective products—a responsibility we embrace with utmost seriousness. And yes, our product testing phase involved convincing toddlers to wear gas masks, which was exactly as challenging as it sounds. If you can get a 3-year-old to willingly wear a gas mask, you deserve a Nobel Prize in diplomacy.
TENET: Hollywood Comes Calling
Mid-2019 brought an unexpected development: a voicemail from someone at Warner Brothers. They mentioned an upcoming film requiring masks and wanted to discuss potential collaboration.
My first thought: What kind of scam is this?! I've heard of Nigerian princes, but Hollywood producers wanting my gas masks seemed even less credible.
When I returned the call, I quickly realized this was legitimate—and potentially game-changing. The caller explained the project's working title was "Merry Go Round," directed by none other than Christopher Nolan.
During our product discussion, Jennifer remarked, "Chris really likes your masks," indicating their interest in moving forward. I played it cool while internally doing cartwheels. Christopher Nolan—the cinematic genius behind "The Dark Knight" and "Inception"—liked MY masks! I tried not to geek out too much, but I definitely name-dropped Nolan at every dinner party for the next six months.
We negotiated terms, including the return of several masks (one signed by Nolan himself, as I'm a huge fan) and credit acknowledgment. Remember, this agreement occurred in 2019—a relatively peaceful period with no indication of the pandemic looming the following year.
"Luck is what happens when preparation meets opportunity." - Seneca
The film, eventually titled "Tenet," premiered in late summer 2020—the year masks became ubiquitous. It stood as the sole major Hollywood release that year, featuring our products prominently. Coincidence? I see it as destiny.
While I can't quantify this exposure's precise impact on our brand given 2020's extraordinary circumstances, it felt like divine confirmation that we were fulfilling our intended purpose.
2020: When the World Changed
We maintained steady, predictable growth until January 2020, when everything changed dramatically.
I recall it vividly. We were exhibiting at SHOT Show for the first time—a significant milestone for any tactical brand. Our booth's location across from the press center generated substantial interview and video opportunities. Interest in our products was high, and business appeared promising.
On the second day, I noticed our sales had doubled, with significantly increased website traffic. Initially, I attributed this to successful expo marketing efforts.
The following day, sales doubled again. This wasn't just good marketing—something unusual was happening. Around this time, my friend Adam approached our booth exclaiming, "Dude, do you see what's happening in China?!"
Completely unaware, I listened as he explained, "It looks like there's a deadly disease circulating that's causing people to collapse suddenly," then showed me a now-infamous video:
When sales doubled yet again the next day, I recognized we were witnessing something momentous. It was like someone had flipped a global panic switch, and suddenly everyone wanted what we were selling.
"In the midst of chaos, there is also opportunity." - Sun Tzu
Interestingly, it seems like only our brand experienced this dramatic early surge while other tactical gear companies reported normal volumes. I later identified the reason: Maslow's hierarchy of needs.
At this hierarchical pyramid's foundation lies physiological survival. The most fundamental survival requirement is AIR (following the prepper principle: you can survive 3 minutes without air, 3 days without water, and 3 weeks without food).
Since we provide clean, breathable air, our business boomed first. While the entire tactical industry subsequently experienced growth, we detected the shift weeks earlier. It turns out being in the respiratory protection business during a respiratory pandemic is what business schools call a "favorable market position." Or as I called it: "Holy cow, we need to order more inventory!"
Returning from SHOT Show, we faced overwhelming order volume, necessitating rapid operational scaling. We urgently needed to expand operations, hire staff, implement payroll systems, enhance customer service, and more. Thousands of daily inquiries flooded in from concerned customers seeking guidance.
I personally answered countless calls while directing our manufacturing partners to maximize production without limits. Full speed ahead!
Our fulfillment operation expanded exponentially: from apartment-based operations with bedroom storage, to garage fulfillment, then storage units, RV units, and finally multiple RV units. This unprecedented growth became one of the most extraordinary experiences of my life. We went from "mom and pop shop" to "we need a warehouse" faster than I could update our business cards.
Fulfilling orders from one of our first storage units
Eventually, we accumulated a six-month backorder list. Despite transparent communication about extended processing times and offering refunds to those unwilling to wait, many customers expressed frustration—we simply lacked infrastructure for such explosive growth.
This resulted in negative reviews, which we fully acknowledge. To those who purchased during this period and experienced delays: we sincerely apologize and hope to make amends. Unfortunately, most people postpone preparation until crisis strikes, and in our instant-gratification culture, six-month waits proved unacceptable to many. The irony wasn't lost on us—people who hadn't prepared wanted preparedness gear immediately during a global crisis. It's like deciding to buy a fire extinguisher when your house is already on fire.
Nevertheless, 2020 brought a silver lining: it created an entirely new demographic of preparedness-conscious individuals. "Prepping" entered the mainstream as people stockpiled essentials, fearing catastrophic outcomes from this invisible threat. Suddenly the "crazy preppers" didn't seem so crazy anymore. I resisted saying "I told you so," but I definitely thought it. A lot.
When PPE became a strategic resource, Amazon suspended our listings in February for several months. Fortunately, my SEO expertise had positioned us to rank #1 for numerous relevant keywords throughout the year.
Without this established SEO foundation, we wouldn't have experienced such tremendous business growth and wouldn't be the company we are today. The lesson? Always have a Plan B for your Plan B.
As we continued scaling operations, 2021 remained relatively flat, but 2022 saw us more than double in size following Russia's invasion of Ukraine. Once again, people responded to emerging threats by enhancing their preparedness. I never thought my business would function as a global crisis barometer, but here we are.
Growing Through Challenges: 2023-2025
The substantial growth we experienced enabled significant investment in our future. In 2023, we acquired a 26,000-square-foot facility in Cedar Park, Texas, which has become our permanent headquarters. Since the move, we've worked tirelessly to create an exceptional workplace environment.
We completed our comprehensive facility renovations in April 2025, transforming our headquarters into more than just an office. We've installed a sauna, ice plunge, red light therapy stations, shower facilities, and a fully-equipped fitness center. Our recreation area features a pool table, dart boards, and various entertainment options for team breaks.
We've even established a growing flock of 50 chickens providing fresh eggs for team members, embodying our practical approach to self-sufficiency. Yes, we may be the only defense contractor with an egg-production division. Diversification is important in business!
We're actively seeking preparedness-minded individuals to join our expanding team. For those interested in understanding our operational philosophy, I encourage reviewing my "How to Work with Roman" document, which outlines my management approach, workplace expectations, and company culture.
As an enthusiast of biohacking and human optimization, I'm passionate about sharing health and wellness principles with our team. Don't worry—I won't go full David Goggins or Bryan Johnson on you if you join our team, but I might gently encourage it.
After all, what's the point of surviving the apocalypse if you're not in good shape to enjoy the rebuilding of civilization? That's my philosophy, anyway.
One of the most rewarding aspects of what we do is hearing survival stories from customers whose lives were protected by our products. Nothing motivates me more than learning how our equipment made a critical difference in dangerous situations. At the end of the day, that's why we do what we do—there's no greater satisfaction than knowing we've helped someone make it home safely to their family.
Core Beliefs and Company Values
Destiny, guided by God, remains the fundamental reason MIRA Safety exists. God has revealed Himself to my family repeatedly in ways I can comprehend, fulfilling my 2010 prayer for divine clarity.
"Faith is taking the first step even when you don't see the whole staircase." - Martin Luther King Jr.
I believe we're entering turbulent historical times when family preparedness becomes increasingly vital. Beyond personal preparation, I consider it a moral obligation for the informed to educate others. Among essential preparedness components, clean breathable air stands paramount. While multiple methods exist for fire-starting, few options make toxic air breathable—this critical need defines our mission. You can MacGyver a shelter or water filter, but you can't exactly fashion a working gas mask from duct tape and soda bottles.
Our civilian-first philosophy guarantees that anything available to professionals becomes accessible to ordinary citizens. We fundamentally oppose gatekeeping protective equipment. Our position is clear: if it's good enough for special forces, it's good enough for civilian John or Jane Doe.
Though children's protective products represent a small percentage of our sales, we remain committed to expanding this product line given the limited market options. As a father, I cannot imagine the soul-crushing scenario of donning respiratory protection during an emergency without having equivalent protection for your child. This represents a tragedy I pray no one experiences.
Our company culture is built on four foundational values:
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Adaptability - In a rapidly changing world, flexibility determines survival. We embrace change, learn continuously, and adjust strategies quickly when circumstances demand. This applies both to our business practices and the preparedness mindset we promote. When life gives you lemons, make lemonade. When life gives you a pandemic, scale your gas mask business.
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Accountability - We own our successes and failures equally. Every team member takes personal responsibility for their work, commitments, and impact on others. We believe transparent accountability builds trust with both our team and customers. No passing the buck or finger-pointing—we face challenges head-on.
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Teamwork - No individual, however talented, achieves greatness alone. Our strength comes from combining diverse perspectives and skills toward common goals. We recognize interdependence as a force multiplier rather than a weakness.
- Tenacity - Persistence through adversity defines our character. We don't quit when challenges arise; we innovate, adapt, and overcome. This relentless determination has carried us through countless obstacles and remains essential to our mission. When the going gets tough, MIRA Safety gets tougher.
Business Lessons Learned
If you're not interested in business operations, feel free to skip this section. As mentoring other entrepreneurs remains one of my passions, I want to share key lessons from our journey.
"Your most unhappy customers are your greatest source of learning." - Bill Gates
Biggest Wins
Building relationships with influencers: These partnerships have significantly expanded our reach and established credibility with new audiences. Authentic brand advocates have proven more valuable than traditional advertising. Plus, it's always entertaining to watch someone try a gas mask for the first time on camera.
Focusing on SEO early: This strategic decision paid enormous dividends during critical periods, especially when Amazon restricted sales in 2020. Organic search traffic sustained us when traditional sales channels disappeared. Never underestimate the power of being #1 when people search "how not to die from toxic air."
Maintaining independence: By avoiding external funding from investors, venture capital, or private equity, we've preserved our founding vision. When companies take external money, they often acquire new "bosses" who prioritize shareholder returns over original values. Our bootstrapped approach has protected our mission integrity. Freedom to make decisions based on values rather than quarterly earnings reports is priceless.
Following instinct over conventional wisdom: When we entered the preparedness market, skeptics questioned our sanity. "Why focus on 'crazy preppers'? Why invest time in something that doesn't generate full-time income? Aren't you exhausted by this?" Despite constant discouragement, I trusted my observations about global trends. I recognized we were heading toward challenging times and believed if I didn't create a company addressing toxic air threats, perhaps no one would. Sometimes the niche everyone thinks is too small turns out to be exactly the right size.
Choosing the right life partner: This might sound more like life advice than business strategy, but it's perhaps the most critical decision you'll make for both your personal happiness and professional success.
If it weren't for my wife, MIRA Safety simply wouldn't exist. While I cast the vision and dream about possibilities, she's the one who helps bring those dreams to reality. She handles the practical details, keeps me grounded when my ambitions get ahead of our capabilities, and provides the emotional support needed to push through the inevitable challenges that come with building a business.
What made all the difference was that my wife stuck by me and supported my crazy ideas long before we had product-market fit. At no point was she telling me to give up and "get a real job"—the advice I was getting from plenty of other people. On the contrary, she helped in any way she could with website development, product decisions, and provided unwavering moral support when we blew the last of our marketing dollars on something that didn't pan out. During those lean months when success seemed uncertain and money was tight, she never wavered in her belief that we were building something meaningful.
Your life partner can either accelerate your dreams or become an anchor that holds you back. Choose someone who believes in your vision, complements your weaknesses, and isn't afraid to tell you the truth when you need to hear it. The right partner will sacrifice alongside you during the lean years and celebrate with you during the victories. This isn't just about business—it's about building a life together where you both can thrive and pursue what matters most to you.
"Logic will get you from A to B. Imagination will take you everywhere." - Albert Einstein
Biggest Failures
Failing to scale infrastructure and customer service during explosive growth: This is probably our biggest operational failure. When our business exploded in 2020, we made two critical mistakes that created serious problems for our customers.
First, we tried to handle fulfillment entirely in-house without the proper systems in place. We should have partnered with a third-party logistics provider (3PL) from the beginning instead of trying to fulfill orders ourselves from storage units. In-house fulfillment is incredibly difficult to scale when you don't have a warehouse management system, which we didn't implement until much later. If I could go back and do it again, I would establish a 3PL relationship as early as possible—it would have made the fulfillment process infinitely easier and more reliable.
Second, customer service lagged far behind our growth. If I could do it all over again, I would have hired more customer service people during our explosive 2020 growth phase and really refined their standard operating procedures early in the process. For a while, customer service was essentially a "luck of the draw" system where different team members might give you completely different outcomes for the same issue. This inconsistency was unacceptable and led to frustrated customers who deserved better from us.
Once again, if anyone experienced issues during this period, we sincerely apologize and hope we're able to win your business back. We've since implemented proper systems, training, and procedures to ensure consistent, quality customer service.
Underdeveloped management skills: My wife and I have always been independent operators. While our peers socialized, we spent late nights researching business strategies. I wish I'd pursued management training earlier, as we've experienced significant team turnover over the years. Sometimes we hired unsuitable candidates; in other cases, we placed good people in misaligned roles—right person, wrong position. Often, we simply failed to prioritize effectively. Managing people is infinitely more complex than managing products.
Outsourcing core functions to agencies: Though agencies can reduce costs and administrative burdens compared to in-house teams, they frequently lack authentic understanding of brand voice and values. They often prioritize performance metrics over brand integrity.
We discovered this challenging reality when an agency managing our affiliate marketing distributed products to promotional partners whose values significantly conflicted with our own. When working with influencers, especially through product sponsorship, you implicitly endorse them as brand representatives. We quickly corrected course once we identified these inconsistencies. For those familiar with this situation, please know that upholding traditional values remains non-negotiable for us. MIRA Safety reflects my wife's and my personal principles, which will never be compromised.
"The only real mistake is the one from which we learn nothing." - Henry Ford
Addressing Common Misconceptions
Since launching MIRA Safety, I've noticed several recurring questions and misconceptions about our business model and products. I'd like to address some of these directly:
"Is MIRA Safety a manufacturer or just an importer/reseller?"
MIRA Safety serves as the official retail arm for several defense contractors, primarily based in the European Union. This includes partnerships with Gumarny Zubri, Avec Chem, Trayal, Supergum, DPI (a Leonardo company), and others. These specialized manufacturers have traditionally focused on local agency sales within their regions.
Our role is to market these high-quality products to both agencies and civilians in markets they wouldn't otherwise reach. We've secured exclusivity for the North American market for their PPE lines, along with exclusive rights to distribute these products to the global retail market.
For many products, we collaborate with manufacturers to modernize designs and add features. For example, the MD-1 children's gas mask was originally sold by Trayal to government institutions with proprietary threading. We worked with them to modify the design to use standard 40mm NATO threading and upgraded the material from natural rubber to butyl rubber for superior protection against blister agents.
With the HAZ-SUIT®, we partnered with Kappler to develop a new pattern and create children's sizes—something never previously offered in the market.
While we don't manufacture these products from scratch, I believe we're offering something valuable by making professional-grade protective equipment accessible to civilians who wouldn't otherwise have access to them, all in one place.
"Why are MIRA products priced higher than some alternatives?"
Yes, we're a business with the goal of being profitable. We operate a 26,000 square foot facility in Austin, Texas, pay American wages, maintain inventory, and invest in quality control and customer service. Marketing professional safety equipment isn't inexpensive.
If you're looking for the cheapest option, our products probably aren't for you. But if you value a reliable one-stop shop for tested, quality equipment—particularly for specialized needs like children's protective gear (where we're virtually the only commercial option worldwide)—we provide that peace of mind.
"Isn't the CM-7M just a rebranded OM-90? Are you selling surplus masks?"
We have never sold surplus equipment, and all masks available on our website are new production units. The OM-90 is indeed the current active-duty gas mask for the Czech Armed Forces and has been in service for approximately 20 years. Because of this, you might find used or surplus versions on various markets for less.
However, acquiring and exporting the OM-90 requires special End User Certificates from the Czech government, as it's a controlled military product (similar to Avon's M50). To differentiate our commercially available version from the strictly military OM-90, we use the CM-7M designation. Exporting the military OM-90 directly from the Czech Republic without proper authorization would be illegal.
For those considering surplus alternatives: rubber degrades over time, and critical components like valves can fail without proper maintenance. If budget constraints make new equipment impossible, surplus might be your only option—but understand the potential risks involved.
"Do your products truly offer better protection than cheaper alternatives?"
Quality matters in protective equipment. Our CBRN masks use bromobutyl rubber rather than cheaper materials, which provides superior protection against chemical warfare agents. The seals, valves, and filter connections meet strict military standards. While some cheaper options might provide basic protection in certain scenarios, they often lack the material quality, certifications, and testing that our products undergo.
For non-CBRN scenarios like dust or basic filtration, less expensive options might be adequate. But for serious protective scenarios, we stand by the quality and protection level of our products.
"Your masks are older designs, not cutting-edge technology"
We've heard criticisms that some of our masks use designs that have been around for decades. We don't hide this fact - the CM-7M/OM-90 design has indeed been in service since the 1990s. But there's a reason for this: these designs have been extensively tested, refined, and proven effective in real-world scenarios.
Let me address this directly: Is the CM-7M an older design? Absolutely. Will it protect you from CBRN threats? Without question.
Here's what sets it apart: try finding alternatives for a new production CBRN mask that includes a drinking system, canteen, optics compatibility, speech diaphragm, and optimized cheek weld for around $250—and that's new, not surplus. You'll struggle to find many options at this price point with these features, which explains why this mask has been so successful for those seeking high-level protection while remaining budget-conscious.
The proof is in the performance: this design has been used by agencies across the world to protect against CBRN threats for decades, and continues to be deployed today.
In the world of protective equipment, "newer" doesn't always mean "better." We prioritize reliable, field-tested designs over unproven technology. Think of it like choosing a proven medication that's been around for decades versus the newest drug that just hit the market—sometimes the established option is the safer choice.
"Your delivery and customer service have had issues"
During our periods of explosive growth, particularly in 2020 and 2022, we experienced significant challenges with order management and delivery timing. Our order management system wasn't sophisticated enough to handle the sudden volume, resulting in delays, some lost orders, and understandably frustrated customers.
We own these shortcomings completely. We've since invested heavily in improving our systems, expanding our customer service team, and implementing better tracking and communication protocols. To anyone who experienced issues during those periods: we sincerely apologize and are committed to doing better.
"You're just fear-mongering to sell products"
We've been accused of capitalizing on fear to drive sales. I want to be clear: our mission is education and preparation, not fear-mongering. We believe in providing quality protective equipment and helping people understand potential threats—not to scare them, but to empower them.
I've witnessed the consequences of being unprepared during events like Chernobyl, 9/11, and Hurricane Sandy. Our goal is to help people be ready for unlikely but serious events, not to convince them disaster is imminent. It's the same philosophy as having home insurance—you hope never to need it, but you're glad to have it if you do.
Our Mission and Future
Our core mission at MIRA Safety is protecting people from the worst threats imaginable. We believe everyone deserves access to professional-grade safety equipment, not just government agencies or military personnel. This is why we operate with a steadfast commitment: whatever we sell to the pros, we sell to the average joes. No gatekeeping.
Looking to the future, we're excited about several upcoming product launches that will continue to expand our offerings in the civilian preparedness space. We're particularly focused on creating more solutions for families, including children, as this remains an underserved market in the preparedness community.
Our goal as an organization is to continue educating the public about the importance of respiratory protection while providing the highest quality products possible. We want to make preparedness accessible, understandable, and normal—not something relegated to "doomsday preppers" but a practical approach to an uncertain world.
A key strategic priority is establishing domestic manufacturing operations. While we currently produce primarily in Europe, supporting American manufacturing represents both a practical and patriotic objective.
We're already taking concrete steps toward this goal. Gas mask assembly equipment is currently on the water, slated for a September 2025 arrival. This represents the first step toward bringing this vital manufacturing capability back home—a milestone we're incredibly excited about.
Transitioning production domestically will require time and investment, but recent experiences have confirmed its necessity. During 2020's crisis, European governments restricted exports of strategic commodities, significantly extending our lead times. Domestic manufacturing provides resilience against similar future disruptions. Plus, "Made in the USA" has a nice ring to it, doesn't it?
"The pessimist complains about the wind. The optimist expects it to change. The realist adjusts the sails." - William Arthur Ward
Join Our Team
Even if we don't currently have openings matching your skills, we're constantly growing and seeking like-minded individuals. If you resonate with our values of protecting people, delivering exceptional quality, and maintaining unwavering integrity, we'd love to connect.
For insights into our workplace culture and expectations, consider reviewing my "How to Work with Roman" document, which details our management philosophy and organizational approach.
Conclusion
People want to support companies that share their values. As I don't believe I've ever made my values this explicit before, I consider this an important milestone. While not everyone reading this will resonate with our approach, that's perfectly acceptable—we've never aimed to appeal to everyone.
"Your work is going to fill a large part of your life, and the only way to be truly satisfied is to do what you believe is great work. And the only way to do great work is to love what you do." - Steve Jobs
Our mission to protect people from the worst threats imaginable transcends mere business objectives—it's a calling. And we're just getting started.
One of the most rewarding aspects of our work is hearing from customers who've used our products in life-threatening situations. Each survival story reinforces our purpose and fuels our commitment to excellence. At the end of the day, nothing matters more than knowing our equipment helped someone return safely to their loved ones.
We're always seeking to improve and welcome your feedback. If you have suggestions, questions, or experiences to share, please submit them here.
So, there you have it. I don't think I've ever told the story in this much detail, so I hope everyone reading has a better glimpse into who we are, how we started, our values, and the future for MIRA Safety. Have a question? Let us know in the comments below.